Kroger—the largest supermarket chain in the US—and DDB New York approached Hornet director César Pelizer to aid in the launch of a massive company rebrand. The goal was to solidify their branding and tell a more cohesive and inclusive story about their commitment to food that’s “Fresh for Everyone.” To do so, they needed to create a look and feel that wasnt just ownable and original, but also emblematic of the diversity of Krogers millions of customers. The 100-plus unique character designs César and co. subsequently produced was nothing short of staggering in terms of both scope and originality. The 30-second TV spot is contagiously fun. And the countless in-store, out-of-home, and social media assets showcase a sweeping ability to unify the Kroger brand with characters that are relatable, inviting, and fun. Director: César Pelizer Agency: DDB New York Production Co: Hornet Executive Producer: Alex Unick Head of Production: Sang-Jin Bae Development Producer: Kristin Labriola Producer: Lucas Ajemian Editor: Anita Chao Assistant Editor: Marianne Hill Production Coordinator: Lotty Vique Lighting and Texturing: Linda Zhou PRE PRODUCTION Storyboard Artist: Andres Padilla Designers: Matt Herring, Milo Targett, Enrique Vazquez CG CG Lead: Corey Langelotti Modeling & Texturing: Angeline Rivera, Natalia Perez, Enrique Vazquez, Jamil Primas, Christine Kim, Linda Zhou Rigging: Jared Eng, Tyler Fotenos Lighting & Rendering: Jamil Primas, Natalia Perez, Christine Kim Compositors: Jamil Primas, Natalia Perez, Christine Kim, Chimin Yang, Emily Mai Animators: HeeJIn Kim, Paolo Cogliati, Anderson Ko AUDIO Sound Design and Mix: Honey Mix CLIENT Kroger